Apple Annual Event Unveils  iPhone 11, iPhone 11 Pro

Apple has unveiled its newest version of the iPhone at the annual event which was held on Tuesday September 10th.

[caption id="attachment_77797" align="alignnone" width="660"] Apple CEO Tim Cook[/caption]

The company also presented an updated iPad and an Apple Watch.

iPhone 11 comes with a second camera and looks the same as last year’s popular iPhone XR with a few new colors, while the high-end versions are modeled after the iPhone XS and XS Max. Now labeled the iPhone 11 Pro and iPhone 11 Pro Max, these new offerings have a third camera lens, a 4- to 5-hour boost in battery life and other minor tech upgrades, according to nbc.

All three have an even bigger camera bump to make room for the new lenses, and the company finally responded by setting the starting price of the iPhone 11 at $699, $50 less than the iPhone XR, to criticize its escalating prices.

These phones will be slightly better than the phone you currently have, and if you shell out for one, they will improve your smartphone experience slightly, but they come to the company at an important transition time.

Apple is in the process of rolling out a suite of digital first-party services in response to stagnant iPhone sales and is using the market power it built with the iPhone to drive customers to use them to show investors continued growth in revenue.

That strategy may not be paying off as Apple hopes, with regulators mulling a crackdown on anticompetitive behavior that has not been seen in decades.

[caption id="attachment_77800" align="alignnone" width="1024"] Apple annual event[/caption]

The iPhone, now in its 12th year, is a mature product, and Apple is struggling to reinvent an experience that is unlikely to require reinvention, which may be why expectations have been consistently underperforming.

Steve Jobs ' revolutionary smartphone once accounted for most of Apple's revenue — nearly 70 percent in some quarters — but it fell below 50 percent for the first time since 2012 in the third quarter of 2019.

Diversification of revenue is not a bad business strategy; the problem is that when iPhone sales stopped growing in 2016, Apple seemed caught off guard.

[caption id="attachment_77802" align="alignnone" width="730"] Apple annual event[/caption]

Apple's iPhone trouble has been attributed to a number of factors — everyone already owns a smartphone in key markets, higher prices keep people from upgrading, and sales in larger China and emerging markets have slowed — but it's also true that hardware just isn't as exciting as it used to be.

The Mac, iPhone and iPad receive incremental updates to keep up with trends in the industry, but they are often not really compelling.

The Watch and HomePod won't save the day because they didn't take off the other products.

Services and wearables — a single category in Apple’s earnings reports — made up 19 percent of revenue in the third quarter, and that’s before the launch of its TV Plus video streaming service and Arcade gaming service. Meanwhile revenue from services jumped 13 percent over the same quarter in 2018, compared to a 12 percent year-over-year decline for the iPhone.